Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

In this course you will cover the skills and knowledge required to effectively engage with a preferred audience on social media.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG527 Plan social media engagement

Element:

1. Determine preferred audience

Performance Criteria:

1.1 Identify and review relevant client or organisational requirements for product, brand or organisational engagement in social media

1.2 Identify and specify the characteristics of the target audience

1.3 Research online habits of the target audience

1.4 Recognise and plan social media engagement within current legislation, regulation and organisational policy

Element:

2. Profile expected behaviours

Performance Criteria:

2.1 Model the typical journey of the target audience across device, platform, sites and applications

2.2 Identify common responses to triggers and interventions on social media sites and applications

2.3 Conduct market research with users on preferred and avoided behaviours on social media

4.5 Maximise cross-platform, device, site and application engagement for effort using suitable tools and techniques

Element:

5. Monitor and evaluate social media engagement

Performance Criteria:

5.1 Regularly review performance with a social analytics service

5.2 Monitor and identify gaps in performance against requirements and adjust as necessary

5.3 Evaluate and report on social media engagement effectiveness

Learning Outcomes

On successful completion of this competency, you will have developed and applied the skills and knowledge required to effectively engage with an audience on social media, that is relevant to your professional practice.

Details of Learning Activities

In-class learning activities include, but are not limited to:• demonstration and practical application• group discussion• online research• individual and group project based work• teacher directed group activities/projects

Out-of-class activities include, but are not limited to,• online research• group project based work

Teaching Schedule

Week no

Class Weekly schedule

Assessments due

Week 1

Identifying your audience

Welcome/housekeeping

Intro to Blackboard

Brainstorm Social Media Project Ideas

Profile Target Market

Activity: Profile your ideal audience

Week 2

Conduct research

Research resources and techniques

Market research techniques

Activity: Conduct market research

Week 3

What is social media?

Comparison of social media platforms

How we engage with social media

Positives and pitfalls

Legal considerations

Activity: problem solving scenario

Assessment 1 DUE

Week 4

Creating a social media strategy

Choosing the right platform/s for audience/content/purpose

Develop a social media ‘brand’

Activity: group activity - sample social media strategy

Week 5

Project planning and preparation

Goal setting

Plan the launch of your project

Content creation

Project metrics and measurements

Activity: Launch planning

Assessment 2 DUE

Week 6

Launch your project

Successful project launch strategies

How to engage your target audience at launch

Soft launch vs official launch

Activity: problem solving scenario

Week 7

Create engaging content

Content creation

How to engage your audience

Comments, likes, shares and feedback

Activity: problem solving scenario

Week 8

Collect data

Performance measures

Qualitative vs quantitative data

Analysing data

Activity: data analysis activity

Week 9

Continuous improvement strategies

Troubleshooting problems

Responding to data and feedback

Activity: problem solving scenario

Week 10

Documenting your project

Documenting numerical data

Documenting qualitative data

Evaluating the success of your project

Activity: problem solving scenario.

BREAK (NO CLASSES)

Week 11

Funding your project

Crowd funding future projects

Video: Capital C.

Week 12

Going viral

Positive vs negative viral exposure

Responding to negative exposure

Activity: Case studies

Week 13

Social Media Project

Work on final assessment

One on one coaching with teacher.

Week 14

Social Media Project

Work on final assessment

One on one coaching with teacher.

Week 15

Social Media Project

Work on final assessment

One on one coaching with teacher.

Assessment 3 DUE

Week 16

Social Media Project

Review and evaluation of social media engagement effectiveness across platforms.

Learning Resources

Prescribed Texts

References

Other Resources

Overview of Assessment

Assessment for this course is ongoing throughout the semester. Your knowledge of course content is assessed through participation in practical exercises, knowledge assessment tasks and may include practical team based projects.

Assessment Tasks

To demonstrate competency in this course you will need to complete the following assessment to a satisfactory standard.

You will receive feedback on all assessment and where indicated, you will receive a grade. Graded assessment tasks are equally weighted and will determine your final result for this course.

It is strongly advised that you attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.

Assessment Feedback:

You will receive spoken and written feedback on all your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.

If you are unable to complete any piece of assessment satisfactorily by the due date, you can choose to apply for an adjustment to your assessment. RMIT University offers a range of adjustments designed to support you in your studies, including an extension of time to complete the assessment.

Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.

Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.

Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.